<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2594-0163</journal-id>
<journal-title><![CDATA[Mercados y negocios]]></journal-title>
<abbrev-journal-title><![CDATA[Merc. negocios]]></abbrev-journal-title>
<issn>2594-0163</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-01632023000200043</article-id>
<article-id pub-id-type="doi">10.32870/myn.vi49.7694</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Femvertising and its impact on psychological reactance and purchase intention of Mexican female consumers]]></article-title>
<article-title xml:lang="es"><![CDATA[Femvertising y su impacto en la reactancia psicológica e intención de compra de consumidoras mexicanas]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernández-Willoughby]]></surname>
<given-names><![CDATA[Silvia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lázaro Pernias]]></surname>
<given-names><![CDATA[Patrícia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guadalajara  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma de Barcelona  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2023</year>
</pub-date>
<volume>24</volume>
<numero>49</numero>
<fpage>43</fpage>
<lpage>64</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-01632023000200043&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-01632023000200043&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-01632023000200043&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This work focuses on the study of the femvertising advertising strategy. It references the feminist theories and the theory of psychological reactance to understand the impact of femvertising on Mexican female consumers' psychological reactance and purchase intention. A mixed methodology was applied, with a content analysis and a reception questionnaire (N=666) to Mexican female consumers. The results show a higher purchase intention and a lower psychological reactance in female consumers to femvertising spots. The main conclusion is that the implementation of the femvertising strategy in advertising spots aimed at Mexican women produces an increase in their purchase intention and a decrease in psychological reactance compared to conventional (non-femvertising) ads because femvertising generates a greater identification of the consumers with the ad by projecting the woman in a more authentic and close way.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Este trabajo se centra en el estudio de la estrategia publicitaria femvertising, y toma como referentes las teorías feministas y la teoría de la reactancia psicológica, esto con el objetivo conocer el impacto de la femvertising en la reactancia psicológica e intención de compra de consumidoras mexicanas. Se aplicó una metodología mixta, con un análisis de contenido y un cuestionario de recepción (N=666) a consumidoras mexicanas. Los resultados evidencian una mayor intención de compra y una menor reactancia psicológica en las consumidoras ante los spots femvertising. La principal conclusión es que la implementación de la estrategia femvertising en los spots publicitarios dirigidos a las mujeres mexicanas, produce un incremento en su intención de compra y una disminución en la reactancia psicológica en comparación con los anuncios convencionales (no femvertising), esto debido a que la femvertising genera una mayor identificación de las consumidoras con el anuncio al proyectar a la mujer de una forma más real y cercana.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Femvertising]]></kwd>
<kwd lng="en"><![CDATA[gender]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[purchase intention]]></kwd>
<kwd lng="en"><![CDATA[psychological reactance]]></kwd>
<kwd lng="en"><![CDATA[M37]]></kwd>
<kwd lng="es"><![CDATA[Femvertising]]></kwd>
<kwd lng="es"><![CDATA[género]]></kwd>
<kwd lng="es"><![CDATA[publicidad]]></kwd>
<kwd lng="es"><![CDATA[intención de compra]]></kwd>
<kwd lng="es"><![CDATA[reactancia psicológica]]></kwd>
<kwd lng="es"><![CDATA[M37]]></kwd>
</kwd-group>
</article-meta>
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